News: Blog

Has M-Commerce Finally Turned The Corner?

While every year since the first iPhone was released in 2007 has been called by someone, somewhere, “the year of mobile,” 2014 was the first real breakout year for mobile commerce.

Last summer, Internet Retailer forecasted that sales via mobile devices would increase 80% year-over-year, reaching more than $80 billion in sales and accounting for over 20% of overall online sales in 2014. And it looks like they got it right: According to Fluent’s recently released Mobile Shopping Survey, more than half of American consumers shopped through their smartphones last year, and more than two-thirds said they found mobile shopping easy.

Here are some additional key m-commerce findings from our survey:

  • iPhone users shop more through their phones than Android users. 50.5% of Android users reported making at least one purchase through their phones last year compared to 56.8% of iPhone users. In addition, nearly 20% of iPhone users made at least 7 purchases through their phones, compared to slightly more than 10% of Android users. Our survey results also showed that iPhone users tend to have higher household incomes, and slightly more find shopping through their phones easy compared to Android users, which could be contributing factors.
  • People shop equally through mobile websites (“m-sites”) and mobile apps. While the conventional wisdom has held that mobile apps trump m-sites for commerce, and some pundits have even gone so far as to advocate ditching m-sites entirely, it appears that retailers’ investments in creating mobile optimized sites that create user experiences as solid as they are on desktops or mobile apps has paid off. When asked whether they made the majority of their mobile purchases on m-sites or apps, 52.2% of Android users and 49.7% of iPhone users said m-sites – a virtual dead heat.
  • One-click purchasing and increased security will pave the way to even more m-commerce. Most consumers seem pleased with the speed of page loading on their phones and ability to navigate to different pages or products. Being able to purchase with a single click (or “tap”) and increased comfort with mobile security measures were the most often cited features that would make consumers even more likely to shop through their smartphones.

To access all of our survey findings, including more detailed breakdowns of mobile shopping behavior by age, gender, household income, and device ownership, download Fluent’s Mobile Shopping Survey.

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